We took over management in November 2019 with the key objective to grow revenue for Non Brand Search Campaigns while maintaining a 5 to 1 ROAS. With the bulk of our management occurring during lockdown periods restricting the golfing industry, we knew that a par performance wouldn’t cut it. We gradually restructured the campaigns from their old formats to a best practice structure, covering all the previously missing features:
- Responsive Search Ads
- Single Keyword Ad Groups (SKAGs)
- Target ROAS bid strategies
We built in and expanded Dynamic Search Ads to cover the site and focus on top performing landing pages, to help drive incremental volume. We added location customiser ad copy to dynamically personalise the ads with their delivery location. This has helped grow Click Through Rates. Stock levels varied greatly so we had to make performance adjustments when availability was low for certain ranges of products. As Google’s bid strategies can be slow to react to such changes, we leveraged the seasonality adjustment features to make adjustments based on stock.